"Google Search, three years ago, was about 65-ish percent of our traffic. Now, it is high 20's percent of our traffic."
"For a long time, the deal was: Take our content, build your search engine, send us back traffic. That deal's off."
"As a creator of content, you have to find a market for your content ... what we now have to make sure happens is that nobody takes it. You can't take what is great and you make money from it without sharing it (with) us."
A major publisher reported Google Search referrals declined from about 65% to the high 20s percent of their traffic, a dramatic loss despite overall audience and revenue growth. The historical exchange of content for search referrals has effectively broken for many publishers. Google’s blending of Search and AI products prevents publishers from opting out of its AI systems without also cutting off remaining Google search traffic. That setup forces publishers to choose between protecting content and retaining search referrals, creating perceived unfair dynamics and pressuring creators to allow use of their work without equitable sharing.
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